There is an increasing interest in the rapid rise of the sharing economy, from both
academicians and practitioners. Recent research has focused primarily on the relationship …

With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …

As social media gains more importance, managers are challenged to quantify its return on
sales. The academic understanding in the effectiveness of social media is limited, and in fact …

Advertisers employ various channels to reach customers over the Internet, who often get in
touch with multiple channels along their “customer journey.” However, evaluating the degree …

Retailers can choose from a plethora of online marketing channels to reach consumers on
the Internet, and potential customers often use a vast range of channels during their …

This study investigates the key development evaluation indicators of the TV game console
industry based on the four dimensions of Saaty's 'benefits, opportunity, costs, and risks' …

Marketing resource allocation has been a topic of intense scrutiny, yet the literature on the
topic has not paid adequate attention to the fact that the effectiveness of marketing-mix …

In today's rapidly evolving business environment, understanding dynamic marketing
effectiveness is essential for startups. This study explores how flexible marketing strategies …

Media attribution is the assignment of a percentage weight to each media touchpoint a
consumer is exposed to prior to purchasing. Many firms consider using attribution to allocate …

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing
sectors of the world economy. Tourism plays a key role in job creation as well as in added …